The company adds that its updates will help keep your phone running like new.

That’s a refreshing approach when compared to the raft of Asian smartphone brands who are battling each other over price, thickness and megapixels.

The phone certainly looks handsome with its curved edges, raised glass front and rear as well as the distinctive circular hardware buttons below the screen.

The CREO Mark1 promises a new feature every month

Of course, we’ll have to wait and see what sort of features the Mark 1 brings to the table and whether they make for a significantly better experience than rivals’ offerings.

Although you may never have heard of CREO before, it isn’t a completely new kid on the block. The company previously launched Teewe, a streaming dongle that’s similar to Google’s Chromecast but with increased support for video from sites, torrents and local media.

It’ll be interesting to see if the Bangalore, India-based startup can cut through the noise in the crowded Indian handset market. The company hasn’t announced a launch date yet, but you can sign up on its site to be notified.